H&M accused of sexualising young children with school uniform ad – as slogan reads ‘make those heads turn’

CLOTHING chain H&M has been accused of sexualising young children with its latest school uniform ad.

The brand’s promo featured two girls in pinafore dresses with the slogan: “Make those heads turn in H&M’s Back to School fashion.”

It was forced to apologise and withdrew the ad from its website as parents called for a boycott.

Psychologist Dr Pam Spurr said online: “Your vile ad panders to paedophiles that it’s OK lusting after girls.

“Boycott H&M. A shameful exploitation of girls.”

One social media user said: “What the hell is going on? This is sickening, sexualising kids.”

Mumsnet CEO and founder Justine Roberts said the ad was disappointing, 14 years on from its Let Girls Be Girls campaign against sexualising children.

She added: “It should never have been created in the first place.”

H&M said: “We have removed this ad.

“We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward.”